Tag: inapp

Integral Ad Science, a measurement and analytics company, has just announced the availability of first-to-market technology that allows programmatic buyers to target mobile in-app inventory that is brand safe, fraud-free, and expected to meet a given viewability goal.

Through key integrations with top programmatic platforms, IAS is increasing transparency to a channel that has become increasingly attractive to advertisers.

Eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019 [eMarketer]. However, the advantages of programmatic can only be fully realized when traders are armed with the ability to protect brands in digital environments and optimize towards quality inventory – brand safe, fraud-free, and viewable.

Until now, there have not been controls in place to address these key areas when advertising on mobile apps. The ability to target environments that are not only aligned with their brand values, but also provide opportunities to be viewable to real consumers, is critical to fulfill final business goals.

IAS’s mobile in-app pre-bid segments have solved for that for the first time. Their technology allows traders to define the content categories they need to be protected against based on customized risk thresholds, and then only target the apps that meet those brand safety expectations.

“Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimize those opportunities across web-based campaigns with IAS data,” said David Hahn, CSO of Integral Ad Science. “Now, by offering mobile in-app segments to our customers, we’ve extended that flexibility and control to drive more of their automated buys, and keep up with the momentum in the marketplace towards in-app advertising.”

Streaming music leader Spotify on Wednesday began testing out a new in-app voice assistant feature that allows users to quickly find songs, albums, playlists, artists and more with a single tap. More interesting are playback controls that suggest potential integration with smart speaker devices.AppleInsider – Frontpage News

As speculation that Spotify is planning its own smart speaker product continues to mount, TechCrunch today highlights that the music streaming service is quietly testing an in-app voice assistant feature. This feature allows customers to use their voice to control music playback…

Ahead of the weekend, MMW learned that Urban Airship has big plans in the works.

Fast-following the announcement of AI Marketing Orchestration for cross-channel messaging coordination, Urban Airship has unveiled what it calls the industry’s first in-app automation engine.

So how does it work?

In-app messaging is a proven lifeline for apps to engage all users, but limitations in triggering and delivery timing meant there was always the possibility for messages to be seen as irrelevant, annoying or interruptive. With Urban Airship’s new in-app automation engine, brands can create rich, interactive in-app messages that instantly display based on customers’ multiple behavioral and lifecycle events with automation logic included in the app itself. This ensures messages are seen in the exact moment that matters most to each individual — in-session, in-context and on specific screens.

The company says that this skips the uphill battle of getting developer resources during app update cycles for instant in-app messages, saving marketers time and expense, and offering new levels of flexibility to address key onboarding and engagement opportunities.

“The vast majority of customer journeys today are self-directed, and digital offers consumers effortless, limitless choice, so it’s more important than ever to engage people as they learn about brand offerings and features — it’s their point of maximum influence,” said Brett Caine, president and CEO, Urban Airship. “We’re on a mission to disrupt the status quo of digital customer engagement, making it easier and more automatic to use customer data and drive action across all digital channels.”

Microsoft’s OneDrive app for Android received a bump to v5.4, which focuses on things related to photos. Users can expect a new Scan tool complete with basic editing tools and a faster way to scroll through their libraries, plus the ability to take photos directly within OneDrive and save them to the cloud.

Here’s the changelog:

Crop, rotate, and choose from new filters to digitize your physical world with our enhanced Scan feature

Quickly navigate and find photos from a long time ago in a place far far away with our new fast scroller in the Photo view

Save space on your phone by capturing photos and saving them directly to OneDrive within the app

This new Scan feature seems a bit odd to me, but things of that nature rarely grab my interest.

Smaato, a global real-time advertising platform for mobile publishers and app developers, announced that the company delivered record advertising impressions in Q4 2017, posting a 60% increase over Q4 2016.

The results were published in Smaato’s Q4 2017 Global Trends in Mobile Advertising Report, which offers key insights into the worldwide mobile programmatic advertising landscape based on in-depth analysis of the quarter’s ad impressions on the Smaato platform.

“Mobile advertising is growing extremely fast worldwide, especially in high-value categories including video and targeted in-app content,” said Arndt Groth, President of Smaato. “Smaato as a platform has experienced a substantial increase in both volume and pricing, a trend we expect to continue as we expand into other markets and create innovative new products for buyers and sellers.”

The report also notes that Smaato delivered 87% ad spending growth in the Americas and 61% growth in EMEA, the two regions with the highest increases. In 2017, the company also observed several massive growth factors that have changed mobile advertising significantly in the past few years — namely, significant growth from mobile video and in-app advertising.

In-app advertising accounted for 96% of global ad spending. In-app advertising has taken over the mobile advertising market, growing from 80% of total ad spending on the Smaato platform in 2016 to 96% in 2017. In-app’s domination of mobile ad spending last year was a global phenomenon, with in-app holding at least an 87% share of ad spending in each of the top 20 mobile advertising markets worldwide. Compared to mobile web, in-app ads also boasted much higher eCPMs, more user engagement and increased advertiser demand in Q4 2017. Mobile video advertising increased by 14X. Video, which can offer higher engagement advertising to a more captive audience, took off in popularity in 2017. Across all of the top 10 mobile advertising markets, mobile video ad spending has increased by at least 6X over the past year, with in-stream pre-roll showing the highest increase in demand. In addition to a huge volume increase, Smaato also measured a mobile video eCPM increase of 70% from 2016 to 2017.

Ahead of the weekend, MMW learned that Fyber — a leading technology company creating solutions for smarter ad monetization — announced the launch of Fyber FairBid, the world’s “first and only mechanism” to achieve a true state of header bidding for the in-app environment.

We’re told that Fyber has partnered with AdColony and Tapjoy, two of the world’s leading mobile advertising platforms, to launch FairBid’s beta.

FairBid is the first product Fyber has launched under its new unified branding and product strategy, bringing together all former acquisitions under one brand.

So how does it all work?

Fyber FairBid levels the playing field between different classes of buyers by eliminating the “waterfall” that exists in most mediation solutions for in-app inventory. Fyber’s proprietary FairBid technology allows mobile in-app publishers to maximize ad monetization by enabling all types of demand to compete in one place, side-by-side in a flat, fair, and transparent auction. It brings together programmatic demand from DSPs, direct campaigns, and SDk-mediated networks all into one, simultaneous auction, letting the highest bid win.

“FairBid makes no judgement as to which is the better buying mechanism. We understand that many app publishers and buyers of in-app inventory wish to take advantage of the rich creative options SDKs support. The industry needs a solution that eliminates hidden and unfair “first looks” given to some buyers in a waterfall-based auction, and finally brings a state of header bidding – that has been proven successful for desktop – into the in-app environment,” said Offer Yehudai, President at Fyber. “At the end of the day, demand is demand.”

It's no secret that Snapchat has struggled a bit when it comes to attracting users and generating revenue. And earlier this month, reports surfaced that Snap had laid off 22 employees and consolidated its content operations. Now, as TechCrunch report…Engadget RSS Feed